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The Promise of “Progra-Manual:” Programmatic Linear TV in the Omnichannel Landscape

“This marriage of programmatic and traditional manual activation is yielding the advent of “progra-manual,” writes VP Adam Paz in Broadcasting & Cable.

Viant Analysis Provides Insights Into TV’s Role in an Omnichannel, COVID-19 World

New Whitepaper Details Current State of TV Advertising and How Marketers Can Optimize Advertising to Reach Audiences

Marketers Shifting Spending From Linear TV Ads: Viant

As consumers change their viewing habits, marketers are looking at changes in the way they spend their media buying habits, according to a survey by Viant.

Survey Finds Marketers Planned Lower TV Ad $ Pre-Pandemic, Considered TV Relatively Less Effective

In the period prior to the impact of the pandemic on the U.S. advertising marketplace, advertiser sentiment about TV’s relative value had already been eroding, according to a study released today by ad technology firm Viant.

Viant Analysis Provides Insights into TV’s Role in an Omnichannel, COVID-19 World

As consumers increase TV viewing given recent social distancing requirements and always-on news viewing, Viant’s report provides additional insights and direction for marketers to break through the distraction of competing screens.

In People-Based Marketing Campaigns, the Customer Is the Star

By refocusing on individual household, industry leaders will be able to more effectively track performance and meet business goals, explains, Jon Schulz, CMO.

Beyond Traditional: These Strategies Uplevel Pharma Marketers’ Campaign Performance

Pharma marketers should consider these new strategies when building digital advertising roadmaps, writes VP of Product Marketing Andrea Bras.

Data Governance in the Age of Programmatic Advertising

With more consumer data available than ever before, it’s time to focus on data efficacy, transparency and consumer controls, writes VP of Programmatic Strategy Alex Perrin.

Back to the Future: Why This Classic Measurement Tool Is Making a Comeback

As advertising continues to evolve and fragment, marketers need to develop new methods for engaging customers and connecting with their target audiences. By refocusing on individual household, industry leaders will be able to more effectively track performance and meet business goals, writes, Brian Bell, Senior Vice President of Sales, Viant.

Research: Netflix users twice as likely to have Amazon Echo

Analysts at Viant, the advertising tech company, has published research around the differences between Netflix and Hulu users in the US users over the past month. The sample size included 27 million Netflix users and 14 million Hulu users.